How two Lebanese brothers are redefining Arab music tours in Australia

What began as a series of conversations and frustrations about the Australian live music scene has turned into one of the most ambitious Arab touring ventures in the country.

Young Sydney brothers Anthony and Michael Aoun did not set out to become promoters.

Instead, they found themselves responding to a recurring problem they could no longer ignore: major artists with devoted audiences, but touring experiences that failed to reflect their cultural significance.

“Our company Timeless Touring came from both frustration and vision,” Michael said.

“We saw incredible artists and communities underserved by the local touring landscape.

“The audience was there, but the execution, respect for culture, and long-term thinking were missing. We wanted to build something intentional, premium, and enduring not transactional.”

Raised in Australia in a Lebanese household, the brothers say their upbringing gave them both the cultural literacy and the professional discipline needed to spot that gap and act on it.

“Our family is originally from Rashaiya al-Wadi, in the Beqaa Valley,” Anthony said.

“We grew up in Australia, but Lebanon was never distant. It was always present through family, language, faith, music, and values.

“Even from afar, Lebanon remained a constant reference point in our upbringing.”

That duality continues to shape how the young brothers operate.

“Australia taught us structure, professionalism, and ambition, while Lebanon taught us heart, resilience, and pride in culture,” Michael said.

“That balance defines both who we are and how we operate the Lebanese soul delivered to an Australian standard.”

Working side by side as brothers has added another layer of intensity to the business but also its strength.

“Working as brothers is challenging because there’s no room for ego and honesty is constant,” Anthony said.

“But that’s also what makes it powerful. We trust each other completely, share the same values, and hold each other to a high standard.

“Ultimately, it’s brought us closer and strengthened the business.”

The company’s philosophy is built around patience and precision an approach the brothers believe has been lacking in culturally significant touring.

“There was a clear gap in culturally significant touring executed at a world-class level,” Anthony said.

“Too many shows felt rushed or disconnected from the artist’s legacy. We focus on proper venues, thoughtful production, long-term market building, and treating artists and audiences with genuine respect.”

That approach paid off last year when Timeless Touring brought Lebanese superstar Najwa Karam to Australia a project that was two years in the making.

“It wasn’t simply about booking a concert. It was about proving that Australia was ready for an artist of Najwa Karam’s stature,” Michael said.

“Selling out two nights and welcoming over 5000 people validated everything we believed in.”

For the brothers, the success was measured beyond the ticket sales.

“More importantly, we were humbled to bring together thousands of members from our community for a night of celebration a moment long awaited and deeply meaningful for so many,” Anthony said.

“To present that night with a voice of Lebanon and the Sun of Song herself, Najwa Karam, was an even greater honour.

“Her legendary status is matched only by her kindness, humility, and generosity, and throughout this journey, what began as a professional collaboration grew into something that truly felt like family.”

The brothers say their aim is not to trade in nostalgia, but to elevate how Lebanese culture is presented on the world stage.

“It’s central to everything we do,” Michael said.

“We want Lebanese culture to be seen globally as sophisticated, relevant, and timeless. Whether in Australia or Lebanon, the aim is always to elevate.”

With momentum building, the focus is now on expansion both within Australia and internationally.

“We’re planning multiple major tours across Australia with high-profile Arab artists, expanding into new cities, and continuing to build Timeless Touring as a trusted global bridge between artists and audiences,” Anthony said.

The brothers are also frank about the pressure of building a business young in a high-risk industry.

“One of the biggest challenges is being taken seriously early on,” Anthony said.

“In an industry built on trust, experience is often judged by age rather than execution, which means you have to consistently over-deliver to earn confidence.”

“Another challenge is carrying significant financial and reputational risk at a young age,” Michael added.

“Every decision has real consequences for artists, teams, partners, and the community and learning to balance ambition with responsibility is something you grow into quickly.”

Despite the growth, the brothers say Lebanon remains central to their future plans.

“Absolutely,” Anthony said when asked about working in Lebanon.

“Lebanon is home. Any future work there would be done with deep respect, local collaboration, and long-term intent.

“We don’t see Lebanon as a one-off destination, but as part of a broader cultural ecosystem we want to contribute meaningfully.”

Ultimately, the pair hope their success opens doors for others.

“We want to be remembered for raising the standard,” Michael said.

“For proving that Lebanese-Australians can build globally respected businesses rooted in culture, integrity, and excellence.

“If future generations have more opportunities because the door was opened wider, that’s the legacy.”